Tourism Analytics can help you by providing current information and data about the state of the tourism industry in Aruba, in the Caribbean and globally. More importantly we can analyze and interpret those data based on 45 years of experience of the tourism industry and provide you with meaningful recommendations to help you make the right decisions for your business or organization.
According to Mike Brody, CEO of Exago Inc., analytics come in four distinct types, with each building on top of the other like a pyramid.
The base of the pyramid is descriptive analytics, which report whathappened and allow analysis of past performance data in order to identify known strengths and weaknesses. A descriptive report could show, for example, how many visitors came from each major market last month.
The next level is diagnostic analytics, which report on why something happened and reveal what factors drive positive and negative performance. If the descriptive report shows that visitor numbers are down in one market, a diagnostic report might show that it’s because of reduced marketing spend.
Using the first two as a foundation, predictive analytics can be used to report on what could happen, based on past performance. If a destination wanted to increase visitor numbers, its predictive report could show where higher marketing spend would go farthest to increase revenue.
Finally, at the very top, there is prescriptive analytics, a report on what shouldhappen. Here, artificial intelligence and machine learning mine past data to inform future decisions. Prescriptive data could tell a destination’s marketers exactly which price points to push in their latest marketing programs.
Tourism Analytics recent and current projects include: -
Assistance in negotiating a Minimum Revenue Guarantee with a major American airline.
Preparation of a report Profile of Four Categories of Hotel and Assessment of Potential for Boutique and 4-star/5-star Hotels in Aruba.
Assistance in preparing a Three Year Strategic Plan for a major tourism company in Aruba.
Preparation of a report Profile of Aruba’s Hotel Sector and an Assessment of the Position of a resort hotel in the Market.
Assistance in preparing a Policy Manual for a major tourism company in Aruba.
Assistance in preparing a Submission for Marketing Support for a World Series of Poker Tournament to be held in Aruba in November 2019.
Analysis of Saint Lucia's Airlift Situation: October 2019
Paper: Covid19. How long will the impact last? The experience of 9/11/2001. March 2020.